How is striking a new balance between brand and performance

When it comes to advertising, historically was a performance-led organization, but in the last couple of years, it has been delving into brand

Oct 23, 2023’s preferred partner for social, YouTube, is playing a huge role in helping the brand scale its campaigns. It’s not just selling the brand ad space, though. The Alphabet-owned video giant is working with’s team from a creative perspective, helping tailor content to make it as efficient as possible.

Key takeaways

  • It’s an approach that is helping’s marketing spend work harder, and it’s opening up new ways of working, including collaborations with influencers and creators;
  • “We need to make sure we’re designing content for every platform. If you’re making a traditional ad, it can be difficult to get the plethora of content you need for every different channel,” the company's vp of brand Natalie Wills said;
  • is now testing ads across YouTube’s TikTok rival Shorts, including a recent Eurovision campaign starring former winner Conchita Wurst.

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